ENDS
SOUTH AFRICAN TOURISM FACT SHEET
CORPORATE FACTS
|LEADERSHIP |
| |
|South African Tourism is the national tourism agency responsible for marketing South Africa as a tourism destination internationally and |
|domestically |
|South African Tourism is governed by a Board of 12 members led by the Minister of Tourism, Honourable Mr Derek Hanekom. |
|Mr Zweli Mntambo is the Chairperson of the South African Tourism Board |
|Mr Thulani Nzima is the Chief Executive Officer of South African Tourism. |
|STRATEGY |
| |
|South African Tourism aims to make tourism the leading economic sector in South Africa, and to promote sustainable economic and social |
|empowerment of all South Africans. At the same time South Africa is marketed as an integral part of Africa. |
|To accomplish these goals, South African Tourism commits to the government’s objectives of increased GDP growth, sustainable job creation and |
|redistribution and transformation through: |
|Increasing tourist volume; |
|Increasing the geographic spread, length of stay and tourist spend of all visitors; |
|Improving seasonality arrivals patterns; and |
|Working to transform the industry so that historically disadvantaged South Africans may benefit from the sector |
| |
|South African Tourism promotes South Africa generically in terms of its unique selling points as an all-season, year-round preferred tourist |
|destination |
|South African Tourism’s marketing initiatives are guided by the Tourism Growth Strategy, adopted by the South African Cabinet in 2011. |
|South African Tourism’s has the following key markets: |
|International Markets including Europe, UK, Americas, Asia and Australasia |
|Africa & the Middle East |
|Domestic & SADC |
| |
|The International Marketing is headed up by General Manager: International while the Africa portfolio is led by Regional Director: Africa. The|
|Domestic Portfolio is headed by Country Manager: SADC and Domestic. They are all tasked with developing and implementing marketing strategies |
|for the various markets. This optimises efficiency of strategic marketing activities in the specific market segments. |
|The overall marketing strategy promotes South Africa's scenic beauty, diverse wildlife, eco-tourism and variety of cultures and heritage |
|The organisation aims to engender a travel and tourism culture amongst South Africans through the Domestic Marketing strategy |
|South African Tourism invests in ongoing segmentation research into key spend and volume markets abroad that highlight international growth |
|areas where South African Tourism's marketing efforts will reap the greatest returns |
|South African Tourism participates in major travel shows, co-ordinates advertising, Public Relations and online (including social media) |
|campaigns, and holds educational sessions, with the international partners of South Africa's travel industry |
|The organisation is active in promoting South Africa as a destination for Business Events through the South African National Convention |
|Bureau (SANCB) |
|Logo and Corporate Identity |
| |
|South African Tourism’s logo and corporate identity were redeveloped in 2009 in collaboration with the International Marketing Council now |
|known as Brand South Africa. |
|The logo uses the colours of the internationally recognised South African flag to leverage awareness of South African Tourism as the marketer |
|of Tourism to South Africa |
|The logo is an icon of the pride in South Africa that South African Tourism strives to nurture among all South Africans |
| |
|[pic] |
|Location |
| |
|With its head office based in Chislehurston, Sandton (Gauteng), South African Tourism has country offices in: |
|London |
|Frankfurt |
|New York |
|Amsterdam |
|Paris |
|Milan |
|Mumbai |
|Tokyo |
|Beijing |
|Lagos |
|Sydney |
|Sao Paulo, Brazil, |
|Luanda, Angola (opened in April 2015) |
|South African Tourism also works with South Africa’s embassies and consulates all over the world to encourage tourism to South Africa |
ENDS.
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